Question 12:A representative of a marketing research company who conduct only focus groups appears regularly on a radio station to discuss their recent research into Australian public attitudes. One recent discussion related to the issue of whether or not the Australian population are happier now than they were 30 years ago.

Comment on and critique the methodology employed by these research consultants, and the likely validity of their conclusions. In your answer you should refer to concepts such as internal and external validity and sampling issues, and any other relevant concerns.